The electric two-wheeler industry in India faces numerous challenges, including funding, infrastructure, and consumer acceptance. However, it also presents immense opportunities driven by government incentives, innovation, and an evolving market. Amidst this dynamic landscape, BGauss Auto, an electric two-wheeler company selling under ‘BG’ brand - from the promoters of RR Global, is making significant strides, blending strategic differentiation with a focus on long-term growth.
Having sold over 40,000 electric vehicles (EVs) in India so far, BGauss emerged as the seventh best-selling EV brand in the last financial year, capturing a 3% market share. With over 120 dealerships across 9–10 states, the company is targeting sales of 50,000 units this financial year and aims to double that to 100,000 units in the next. Plans for global expansion are also in the pipeline, with the export of the RUV350 scooter to Southeast Asia, Europe, and SAARC countries.
Focus On Customer Experience And Robust Products
Sharing his thoughts with Mobility Outlook, Hemant Kabra, Founder & Managing Director of BGauss, emphasises the importance of a strong customer experience and durable products. 'We design our products not just for year one, but for year five. Our journey is aligned with our customers, and this long-term approach will drive our growth,' he explains. The brand’s commitment to safety, comfort, and reliability sets it apart in a competitive market, which Kabra acknowledges will remain challenging with legacy players and aggressive newcomers.
Upcoming Product Launches, Network Expansion
The company is preparing to launch two new electric scooters next year, catering to specific target audiences. While BGauss is currently present in select cities, it plans to deepen its reach by increasing dealerships to 250 within the next year. Expansion will focus on smaller towns and districts, ensuring touchpoints at the taluka level. Importantly, all dealerships are 3S-enabled, offering sales, service, and spares under one roof, ensuring customer convenience.
Adapting To Evolving Customer Expectations
BGauss is addressing the rapid evolution in EV technology and consumer demands, particularly from younger generations seeking more features at competitive prices. Kabra shares the company's strategy of maintaining a core commonality across components like batteries, motors, and software while building a 'library' of interchangeable parts. This approach ensures flexibility, scalability, and cost-efficiency in product design and updates.
After-Sales Transparency
After-sales service is a critical focus area for BGauss, addressing past concerns in the market about part availability and vehicle downtime. The brand has established a robust supply chain to ensure timely availability of spare parts, significantly reducing repair times. Additionally, BGauss vehicles are designed for convenience, featuring portable chargers that can be plugged into any 5-amp socket, with cables safely secured under the seat to prevent theft.
Fleet Focus
Recognising the challenges of charging infrastructure in India, especially for users who park outside, BGauss ensures that its vehicles are compatible with standard power outlets, removing the need for specialised charging points. The brand is also targeting the fast-growing quick-commerce and e-commerce segments with products tailored for fleet operators, reflecting its adaptability to diverse market needs.
Building Brand Awareness
BGauss acknowledges that building a strong brand takes time. Over the past four years, the company has prioritised product development and network expansion. Now, it is focusing on enhancing its visibility and consumer mindshare, with planned branding initiatives in the coming years.
Vision For Future
BGauss is on a mission to redefine the EV landscape in India and beyond. With a focus on quality, customer experience, and sustainability, the brand is poised to scale new heights, leveraging its innovative approach to cater to both individual buyers and fleet operators. As Kabra puts it, 'The journey is long, but our commitment is unwavering. We’re here for the long term, shaping the future of mobility with every step forward.'
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